Tips modular strategy for digital marketing

1. TRAFFIC to a web site that is generated from a combination of
marketing and promotion of URL address, referrals and links from
other related web sites. Search Engine Optimization (SEO) and
other techniques are used to increase unique visitor counts to site.
INTERACTIVE web site content that includes information that is
most sought by targeted traffic, such as inventory and pricing,
along with a means for the customer to interact, such as online
forms and dedicated phone numbers for various purposes.
PROCESS refers to what the dealer does in response to contact
made by the web site visitor in the form of an Internet lead or a
phone call. This element includes email and phone techniques that
are used to achieve the Lead Management Process objectives.
SALES refers to the activities and tasks executed by dealership
staff after the Lead Management Process, or Interactive web site
content results in a showroom visitor, whether by appointment or
impromptu visits from customers without appointments.

2. TRAFFIC to a web site is measured in the format and context of
Unique Visitors within a 30 day period. This number would exclude
repeat visits within that 30 day period. Search Engine sources and
referring web sites are important to measure.
INTERACTIVE web site content effectiveness is measured in two
primary ways… The first is the volume of form submissions and
telephone calls that result from people visiting the site. The second
is the average length of Visitor Sessions during a time period.
PROCESS effectiveness and execution compliance can be
measured by the number of appointments with customers who
have called or emailed, along with the appointment show ratio.
Another measure would be direct contact to leads received ratio.
SALES is an extension of Process, but more explicitly identifies the
pattern of response by the dealership to a showroom customer
visit, so it is measured by closing ratio on appointments that show
up or traffic generated from the dealer’s response to each lead.

3. TIPS
eBusiness
Strategy

4. Traffic
•Manufacturers, Alliances, & 3rd
Party
•Web Address Everywhere
•Execute Search Engine Optimization
Interactive
Web Site
•Used Inventory & Options
•U/C Photos & Pricing
•Promotions & Specials
Sales
•Increase closing ratio on appointments
•Increases Sales, Profits & CSI
•Lower marketing Cost per Sale
TIPS used to frame Strategy
Process
•Process & Pricing
•People & Pay Plans
•Performance Measurement
•Place

5. Market
Advertisin
g
&
Promotion
Dealer
Custome
r Base
Dealer’s
URL
Everywhere
”
OEM
URL
Search
Engine
Strategy
Links on
Local &
Regional
Sites
•New & Used Inventory •Photos & Pricing
•Sales, Service & Parts Specials •Service Appointments
LimitedLimited “Only”“Only” by a Dealer’s Creativityby a Dealer’s Creativity
•Pricing Philosophy
•Pay Plan
•People
•Place
eBusiness Dept.TM
•Email to Email
•Ear to Ear
•Face to Face
Process
•Set expectations upon arrival with an “Agenda Review”
•Vehicle ready for delivery •Documentation pre-completed
Showroom… “Showtime”

6. Face
To Face
1. Initial Email that answers customer’s questions
• Establish Trust and willingness to communicate
• Transparent Pricing Philosophy – nothing to hide
• Sets the Stage for Phone Contact
2. Phone Contact; the most successful professionals
use word tracks with “fill in the blank” sections
3. Showroom Sales Process:
• Greet customer with documents and agenda to
make the best use of the customer’s time…
• Trial Close at initial greeting sets tone for visit

7. Traffic
•Volume of “Unique Visitors”
to Dealer’s Web Site
Interactive
Web Site
•“Forms Submissions”
/Unique Visitors %
Sales
•“Units Delivered”/
Appointments that Show %
TIPS used to frame eBusiness Performance Metrics
Process
•“Appointments”/Forms Submissions %
•“Appointment Shows”/Appointments %
Internet Sales Operations Effectiveness: Delivery/Request %

8. Traffic
Interactive
Web Site
Process
Sales
1000
(5%) 50
LEADSLEADS
(25%) 12.5(25%) 3
(80%) 2.5
CLOSESCLOSES
5%5%
Closing %Closing %
1. Market Strategy
2. Marketing Budget
3. Advertise Internal Customers (Meeting)
4. Advertise Customer Base
(Direct Mail,Telemarketing)
5. Advertise Market (URL Everywhere)
6. Showroom Merchandising
4000
(10%) 400
1. Easy Navigation
2. Research
3. Find a Car (Inventory Updated)
4. Used Vehicle Photos Posted
5. Trade Evaluations
6. Financing
7. Test Drive
8. Contact Us
1. Lead Management Tool
2. Auto Responder
3. Personal Responses
4. E-Mail Templates
5. 2-Way Pagers
6. Telephone Contact
(50%) 200(50%) 100
1. F&I Process
2. Pricing Process
3. Sales Process
4. Introduction
5. Welcome Board
(80%) 80
1. Delivery Process
2. Personal Web Page
3. Introduce Service
4. 1st
Service Appointment
5. Loyalty Package
6. Update on Promotions
WHEELWHEEL
20%20%
Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
1. Confirmation Call
2. Confirmation E-Mail